Tủ sách marketing nghiên cứu marketing

RKETING · Nfpy~n Van tiien - _.=, :_A NCGiliUTI1-;N Nt)l1Y~n Xuan Oi!_e ccunu MAmrlJE']fJWCG ~ • {WJMa'JI'Jll~CGr U§JE.&illCilll) ) Lffi GIOl TlIJtU Nghien ciiu Mark_eting La mpt mon hpc mang Un~ "cemg_clf-" h~ thong cac_ mon dao t(W chuyen nganh Marketing N6 trang b,i nhitng cd sC! ly lu(m & plu.tang ph6p lu(m phiµ: V(l cho Vi~c thu th(rp, Xzt ly va phfvJ- tich Cac nguon thong ti'!- lam Cd sd di xay dr,tng va cfe xuiit cac hopi dpng ho(lc c~ien lU{Jc Mark,eting Ch!uig hpn, llhi mu6n xay dr,tng mpt ch!nh sach sd.n phdm cho mpt hhu v{te th.i tn.dmg, ngui:d lam, cong tac Marketing ph&i c6 du cac thong tin ve tam ly, th,i hieu va cac d(fc die'm khac cila ngui:d tieu dung (J th,i tntiJng d6 Tuy nhien, de' co nhzmg thong tin nhu v9y nha nghien ciiu phdi th{te hi~n nghien ciiu Marketing V6i tinh ch& mon h9C nhu tren, vi~c bien sopn phdi dam bdo mpt sti yeu c£1u Cd bdn: T/11i 11/iifl: Tl11i llai: Vita phdi deun bcio tfnh kkoa hpc ve m(ii ly thuye't; vita phd.i dam bcio llha nang hllftng dfm tac nghifp cao, gi1ip ngl.li!i hpc hinh dung dl.l{Jc cac cong VifC C(l the° phdi th{te hif n tien hauh nghien ciiu Mar/,eting Mpt m(Jl phdi d?un bdo phu h ld'n gOC giam cJan dO mui chi thich hgp trucrng hgp s6 ph~m tril can th~ hi~n khong qua ld'n (khoang 5-6 ph~ tru trc1:l~) S6 ph~m Bi~u qua nhieu lam cha s6 mui qua ld'n nen rat kh6 theo d6i, d6 ta nen st1 d1,mg d~g bi~u dO se thich h hc van khac - Khong blet chu: 5% (A) - Ph6 thong oo sc1: 35% (B) - Ph5 thong trung hc: - Trung hc chuyen nghi~p: 10% (D) - Cao ding D~i hc;>c: 6% -Tren 276 D~ 40% (C) hc: 4% (F) (E) B = 35% Hinh 10-4: Cu cilu dan so theo trinh d~ h(JC ; van Lu'U y: ta c6 th~ s\1 dl;lng ~c mau khac iliig vdi mbi mt.ii (ph~ tru) d~ them ph'an sinh d9ng 277 PHU LUC A: BANG s6 NGAU NHl!N · frable of Random Numbers) -It\ % 115 15 3-1 39 80 74 97 110 ?? 14 61 ,4.i\'1 77 n 3? 62 10 60 M 2-1 65 86 92 116 55 R7 33 Ill 07 71 111 J.1 26 77 67 30 71 is 33 !II 01 D !I ?9 11 84 1.1 119 91 45 00 34 79 47 45 7? 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J.rin of the lnsmvre of £ducotionol fleseorr:h or Indiana UnlversJry no (1953): w1rh ttie"permis!ion of rhe ovThor ond rile pvbhiher Vol 286 PHY L.YC G: GIA TRI Tat ~N CUA T TRONG KltM NGHl!M DAY DAU Hl!U WILCOXON "' = x&c su«ttich liiy m~t duOI N 10 II 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 ; 29 30 31 ·32 33 34 35 40 50 60 70 80 90 100 2a 15 a 075 12 16 19 24 28 33 39 45 51 58 65 73 81 8Y 98 108 118 128 138 150 161 173 186 199 212 226 302 487 718 995 1318 1688 2105 10 050 10 13 17 21 25 ·Jo 35 41 47 53 60 67 75 83 91 100 110 119 130 140 151 163 175 187 200 213 286 466 690 960 1276 1638 2045 - 05 025 10 13 17 21 25 29 34 40 46 52 58 65 73 81 89 98 107 116 126 137 147 159 170 182 195 264 434 648 907 1211 1560 1955 2.c=· xac suft tich liiy hai duCi 03 015 04 020 02 010 01 005 i 7• 12 16 19 23 28 33 38 43 50 56 63 70 78 86 94 103 112 122 132 143 154 165 177 189 257 425 636 891 1192 1537 1928 II 14 18 21 26 30 35 41 47 53 59 12 66 74 82 90 99 108 117 127 137 148 159 171 182 249 413 620 872 1168 1509 1894 I s IS 19 23 27 32 37 43 49 55 62 69 76 84 92 101 110 170 130 140 151 162 173 ' 238 397 600 846 1136 1471 1850 I s 12 15 19 23 27 32 37 42 48 54 6.1 68 75 83 91 100 109 118 128 138 148 159 220 373 567 805 1086 1410 1779 Sovrce: Abridged from l\oberT L McCormack "Extended Tables of me Wilcoxon Marched Pair Signed l\oni'< 5rorlsric Jovmol of me American Srorisrico/ A5sociorion September 1965 pp 866-86 287 \ " ? Tt\I LI l.~U Tl lt\M Kl lt\O 11 Mark L; Berenson -·David M Levine, Basic Bus"iness St.alistics, Prentice - Hall USA 1986 2/ Margaret Crimp, Marketing Research Process, N.J Pr(ntice Hall 1981 3/ Sidney SiegBl, Nonparcunetric Staiistics for the Behavioral Sciences, New York: Mc Graw - Hill 1956 41 Donald.R Lehmann, Marhet Research and Analysis, Richard D Irwin 1989 (USA) 5/ T1:Un Xuan Kicm, Nghien c1!µ ticp thf, Vi{m Dc;ii h9~ mci' b:1n cong TP HCM, 1993 (Tieng Vi9t) 61 Vu The Phu, Basic Marlleting, Vi9n Dc;ii h9c mer b:in cong TP HCM, 1993 (Titing Vi9t) · 288 '· ' NGHIEN ct.Tu MARKETING Nguyen Van Hie'n - Nguyen Xuan Que' * G_hfu trach nhi~m xuii.t ban: LE HOANG Bien t;jp CHINH VAN Siia ban in PHAN NGOC Ve bia NHA XUAT BAN TRE 161B Lj Chinh Thiing- Q.3 - TP Hcf Chi Minh ' In 1.000 cuon, khri 14.5 x 20.Scm ti)i Xf nghi~p in gia'y tf!p, Q.l TP Hri Chi Minh 56 a;ing ky kif lwi)ch xui'fr ban 666/330 Cuc xuilt ban c:'lp 28-11-1994 va Quyet dinh xuat ban ~(j 88TN/95 Nhti xui:lt b[...]... ·NGHIEN CUU MARKETING \ ~ ,, ''· t' I.· KHAI NIBM NGHIBN CUu MARKETING (MARKETING LA ' ~I GI?) · - Nghifm cuu Marketing c6 nhfeu khai ni?m, cung vO'i SJ.! mq r('.mg & hoan thi?n clia khoa h9c Marketing n6i chung, khai ni?m nghien cuu Marketing cling ngay cang duqc mC11.'{mg :va hoan thi?n Tuy nhiin, tlfU trung l?i, nghien cuu Marke.ting c6 th~ du'c;tc khai ni?m nhu' sau: "~ghien cuu Marketing fa... Nghien ~w Marketing chi dong vai tro lam tang kha nang ra quyet djnh dUn.g clia nha quan trj chti' khong dam bao rang cac quyet djnh di.fa vao nghien ct.i'u marketing se hoan toan dung III CAC DOI TlfgNG CUA NGllIEN CUu MARKETING Nghien ct.i'u Marketing nghien ct.i'u cac van de gi? DI.fa vao chli'c nang & nhi~m Yl,J CUa Marketing, ngttai ta dlla ra 10 loi;ij doi tllc;mg chu yeu clia nghieJ? cuu marketing. .. qua nghien CUu ' l -~ ' 5 3 Gi6i -h~n cila nghien cU'u Marketing: M~c du c6 vai tro rat qtian tri quang cao + Do lucrng & danh gia hi~u qua CUa chudng trinh quang cao 10 Nghien cU'u Marketing ci>ng nghi~p - Marketing cbng nghi~p fa tut oo sC1 cbng h~t d?mg marketing ma doi nghi~p, vi d\1 nha may mua nguyen li~u (sgi) d~ d~t va.i - A{~ _II!> dich: Tim ra duc;fc phuoog phap tiep thj s:in ph~m cbng·nghi~p ~t... tranh giup cho vi~c ra quyet djnh kinh doanh - Vi v?y nghien cll'u Marketing dong vai tro cung cap thong tin cho ca cong tac t6 chuc h~t d9ng va ed vfin cfe ph hinh nghien CUu duc;tc hi~u Ia SI/ phac hc;ia ve hinh ci?ng ... MARKETING ni~m I Khai ngnien cuu Marketing II Vai trb nghien cuu Marketing kinh doanh : III Doi tu